Why Google is Integrating Lens with Mobile Image Search

Last month, Google announced big changes coming to Google Images on company’s 20th anniversary and now rolling out a key update.

Cathy Edwards, Director of Engineering for Google Images, announced that Google is moving to provide more immersive visual content; accelerated with the launch of the AMP project (and AMP stories) and visual previews on featured videos in Search, alongside the integration of AI with Lens in Google Images.

The integration of Lens in Search will only be available on mobile and part of other updates to Google Images. Over the last year, Google has shaken up the Images algorithm to “rank results that have both great images and great content” and the page authority of the web page an even more important signal in image ranking.

Google-Images-Lens

(photo via www.Blog.Google)

Google Lens is already a feature in Google Assistant which allows you to explore and learn about the world by pointing your Android phone at almost anything like a building, an animal, or a plant and instantly receive more information using the feature’s ID skills.

Google Lens in Mobile Image Search: How it Works

In a Google blog post, Assaf Broitman, the Product Manager for Google Images, said “We launched Lens to help you do more with what you see. People already love using it in their camera and on their photos–to find items in an outfit they like, learn more about landmarks, and identify that cute dog in the park. Lens is a natural fit for Google Images.”

Essentially, Google Lens in mobile image search allows users to instantly read more information like product details, price, and where to buy an item in the image. For example, you would search for “modern living room furniture” on Google Images and the top results returned for your query will have dots on the image. You can also draw a circle around an image for more information with results from Google Search.

Google-Lens-Images

(photo via www.Blog.Google)

The dots on the image selected in the search result will be clickable and most likely give preference to products listed in Google Shopping. Google says that Lens integrated with Google Images will work on the same objects as it already does through using the feature on Google Assistant, but the only significant change is that you can now buy by clicking through on the image.

Google Lens in image search is currently only available in the US for mobile image searches in English. The feature will soon be rolled out in other countries and languages.

Why Google Lens is Integrating into Image Search

Image search first became a necessary next step for Google on February 24th 2000. It was the day after the Grammy Awards and Jennifer Lopez wore a dazzling green dress that users were frantically searching to have another look. However, the majority of users were looking for images of the dress, not an article they could read with information about the dress.

Mobile has since become integral to Google’s approach to search engine optimization by prioritizing convenient, appealing, and informational content that can be easily accessed on mobile devices. That’s why Google is integrating Lens into image search in order to deliver a seamless buying experience – from discovery to checkout in seconds – not minutes.

Want to boost your company’s online visibility and generate more qualified leads? Then call TechWyse Internet Marketing today at 866.288.60 or contact us here to learn more.

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3 questions research should answer in a merger or acquisition

This article originally appeared on Quirk’s Media.

A merger or acquisition is one of the largest shifts a business can undergo. It is a pivotal cultural, operational and financial inflection point that redefines a company’s business as well as its brand.

Mergers and acquisitions (M&A) hit a record high in 2017, increasing 109 percent in the consumer markets sector due to multiple significant deals. Amazon and Whole Foods; Disney and 21st Century Fox; and Michael Kors and Jimmy Choo were among the companies that utilized M&A in their quest to deliver seamless customer experiences and gain a competitive edge.

That spending spree persists today, with 69 percent of U.S. CEOs planning to pursue growth through new M&As in 2018, up from 55 percent last year. In the first quarter of 2018 alone, there were 3,774 deals globally totaling $890.7 billion, $393.9 billion of which has been invested in U.S. companies. With deals reaching 10 figures or more, you’d expect that all elements of the unification would be given their due diligence. Yet researching how all brands involved are perceived – both externally and internally – is more often than not low on the list of priorities when it should be taken into greater consideration.

Your brand is the face of your company. It serves as a guide in making key business decisions and represents how end-customers will form an opinion about your company. With M&As being such a critical, sensitive moment in a company’s history, it is vital to have a thorough understanding of how your brand, as well as any acquired brands, are viewed by target customers. 

Brand research 

Research provides a tangible evaluation of the intangible: your brand. Well-executed fact-based research – primary or secondary; qualitative or quantitative – is one simple strategy to better understand your brand and acquired brand(s) that can help in the decision-making process and put a new entity on the right path. Because research is void of preconceived notions and internal biases, it presents a fact base to guide all other decisions.

During the M&A process, brand research should seek to resolve three key questions:

  • Does your brand need to change?
  • Why does your brand matter to customers?
  • How does your brand impact employees?

Let’s take a deeper dive to get to the core of what these considerations entail.

Does your brand need to change?

The values, principles and core strengths that lay the foundation of your brand keep you grounded and honest, helping to illuminate the road ahead. Your brand should serve as a gut check for all actions and decisions your company makes, motivating both employees and customers.

One of the first big questions with M&As should be the following: does your brand need to change? In order to answer this, it’s important to understand the customer’s view of each brand. In-depth research will inform their level of familiarity in the marketplace; their perceived strengths and weaknesses; and the products and services customers expect and want from each.

The analysis gleaned from this perception research can tell you if each brand is excelling or lacking in the same area. If they happen to share many of the same strengths and weaknesses, it’s possible that not many changes need to be made. However, this is most likely not the case as a new brand is typically brought into the fold due to its ability to add something unique and valuable to the mix.

Research also takes the guess work out of adapting your brand to try and communicate this new value and how it impacts your key audiences. Brand positioning, architecture, communication and even design will be informed by the right research approach. It is only once this information is collected and analyzed that you can align on shared strengths, what to highlight and what to walk away from. It is what guides you on how to best tell your story.

Why does your brand matter to customers?

So how do you go about organizing the established brand assets in order to create a clear and simple brand message? The key is to align your brand with customer drivers of preference and purchase. Rigorous quantitative research approaches can identify what truly motivates customers to choose some brands over others. This is done through a derived approach which ensures that the drivers identified fully consider the subconscious scorecard customers use when deciding between brands.

Testing how you measure up against competitors on preference drivers will highlight the strategic steps your company needs to take. Aligning on a shared path forward allows for your company to deliver on what matters to the target audience while validating your position via the support of a truth held by your brand’s end-users.

How does your brand impact employees?

A common pitfall when evaluating the potential success of M&A is omitting what is arguably the most important audience: your employees. Since employees can either be your biggest brand advocates or your biggest roadblock, it is essential to understand their level of engagement and how they feel about such a significant change.

At a base level, simply communicating how decisions are validated by research will have positive effects during times of change, helping to give employees a sense of stability and understanding. Facts, evidence and reason can also help unite senior-level employees struggling with this new relationship, thus mitigating an issue which can threaten the process’s success.

As an added step, taking the time to research your own employee base ensures every stakeholder feels heard and can yield entirely new insights. Different brands bring different cultures along with them; being able to pre-identify any potential pain points ensures that a culture clash is minimized as two separate companies transition to a single unified entity. In order to do so, you must identify where the real brand champions lie in your workforce, and how best to leverage their drive and passion to get all employees on board.

Harnessing insights

Well-executed research is a looking glass that reflects your brand and company’s true essence off of your target audience’s perceptions. It can also serve as a highly personal listening tool, with end-users and employees opening up about their hopes, dreams and potential concerns for your organization and its peers. Research taps into and harnesses these insights in a way that best positions a newly unified entity for ongoing success and market dominance.

Marc Desmond is associate director of insights and business analytics at Siegel+Gale.

The post 3 questions research should answer in a merger or acquisition appeared first on Siegel+Gale: Brand Consulting, Experience, Strategy, and Design.

Savvy expects Halloween retail spending to reach £367m

Halloween continues to be one of the fastest growing retail events, with sales expected to reach £367m this year. More people are celebrating Halloween than ever before, and they are spending more too – not just on sweets for trick …
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Hiscox Cyber Live: Phase Two

Originally running through February 2018, the popular campaign for Hiscox ran for a second time during October 2018. Designed to replicate any small business, we built a honeypot system to monitor live attacks from real-life hackers. As the level of cybercrime rose it caused the data-driven poster creative to evolve and react, with the results published directly to billboards. We have gathered some tweets that detail the incredible stats and social reactions during the second running of the campaign. Enjoy!

The post Hiscox Cyber Live: Phase Two appeared first on Grand Visual.

Iceland Foods & Weber Shandwick Win Campaign of the Year at The Holmes Report’s 2018 Global SABRE Awards

Weber Shandwick was awarded a Platinum Global SABRE in partnership with Iceland Foods for the #toocoolforplastics campaign at The Holmes Report’s 2018 Global SABRE Awards this week. The campaign centred on Iceland Foods’ commitment to removing plastic packaging from its 1,400 owned-label foods in just five years – making it the first supermarket in the world to do so.

The Global SABRE Awards recognise the 40 best campaigns from among more than 5,000 entries worldwide. The Platinum Global SABRE goes to the top ranked campaign of the year.

“Communications can be a powerful tool for change – and that’s evident in our work with Iceland Foods,” said Gail Heimann, president, Weber Shandwick. “This campaign went well beyond talk and centred on action – action that drove results for the company and also helped advance an important global issue. Kudos to our team for this recognition, and thank you to Iceland Foods for their bravery in leading the #toocoolforplastics movement.”

Top 40 Global Campaigns

The firm was also presented with two Global SABRE awards for outstanding client work with partners UNO/Mattel and Royal Caribbean, which were recognised among the top global campaigns of the year.

Weber Shandwick created a new colour-blind friendly UNO game for “The Color of Inclusion” campaign, which was honoured in the top 20 campaigns of the year by The Holmes Report. UNO partnered with ColorADD to incorporate its “Color Alphabet” into a new UNO deck, making the world’s most popular card game even more inclusive. The campaign was also recognised earlier this year with a Gold North America SABRE award in Cause-Related Marketing.

Weber Shandwick’s work with Royal Caribbean on “Eclipsing the Eclipse” – which sent the world’s largest cruise ship off-course, straight into the 2017 Great American Eclipse’s “path of totality” – was recognised in the top 40 campaigns of the year. The campaign, which has generated 6.3 billion impressions, was also shortlisted at the Cannes Lions Festival of Creativity, and was honoured at this year’s North America SABRE Awards, In2 SABRE Awards and Clio Music Awards.

 

Driving Conversation Around Company Culture at #PRovoke18

During the annual Holmes Report PRovoke Global PR Summit, Weber Shandwick hosted “Culture Collision: Strengthening Company Culture & Reputation in an Activist Era,” a panel discussion on the intersection between company culture and reputation. The session was moderated by United Minds Executive Vice President Sarah Clayton, and featured Weber Shandwick Chief Reputation Strategist Leslie Gaines-Ross, Elizabeth Owen, head of global employee communications at Levi Strauss & Co. and Gina Sheibley, senior vice president of Global PR and Corporate Communications at Salesforce. The panelists discussed the impact that culture has on a company’s overall reputation, and how the rising trend of corporate and CEO activism affects – and is often led by – employees.

Read The Holmes Report’s recap of the session here, or head to Facebook to watch a clip of the conversation.

The post Iceland Foods & Weber Shandwick Win Campaign of the Year at The Holmes Report’s 2018 Global SABRE Awards appeared first on Weber Shandwick UK.

Meet Your New Strategy and Media Mistresses

As the latest chapter in our ever-evolving strategic and media playbook, Mistress is proud to announce the addition of three new Mistresses, Melissa Cabral, Shane Haririan, and Matthew Smith.

Melissa joins us as Director of Strategy, by way of Crispin Porter + Bogusky Los Angeles, and previously McCann, Droga5, The Martin Agency, and BBDO. Having served as the strategic lead on a variety of alcohol and lifestyle accounts, Melissa will oversee brand strategy for clients such as Spindrift, Sambazon, and for new business efforts. She’s worked with brands like Jose Cuervo, 1800, SOREL, Under Armour, and GEICO, and has taught at the Miami Ad School.

Matt’s been brought on as Director of Social Strategy to help lead communications strategy and planning across our client roster, including QDOBA Mexican Eats, as well as for new social business. As a veteran of MullenLowe, POSSIBLE, Saatchi & Saatchi, and Crispin Porter + Bogusky, he’s worked with clients including Toyota, Acura, Microsoft, Vitaminwater and Arby’s.

Shane brings a decade of Media experience to Mistress as an Associate Media Director. In the role, Shane will oversee the media strategy and planning across current and upcoming accounts. He joins Mistress from WONGDOODY, and previously R&R Partners, where he oversaw media strategy for clients including Cedars-Sinai, National University, and the city of Las Vegas.

We’re thrilled to add these wonderful humans to our team and are already benefitting from this increase in intellectual strategic firepower. 2018 has been a transformative year for Mistress and 2019 is shaping up to look even better.

Read more in AdForum.

The post Meet Your New Strategy and Media Mistresses appeared first on Mistress.

Medic Update: What We’ve Learned Thus Far

The one thing we can always be sure of when it comes to Google’s algorithm is that change is always around the corner. Unfortunately, with some of these changes, Google can be a bit more tight-lipped about what exactly we can do to adjust to these changes. This seems to be the case with the […]

The post Medic Update: What We’ve Learned Thus Far appeared first on 97th Floor.

New in the Neighborhood: Startup Lessons With Neighbor CMO Preston Alder (#016)

having that vision of where we need to take it and what we need to do to get there, and then the discipline to actually execute on that has been a great asset for neighbor. Welcome to the the 97th Floor Mastermind Interview Series where each week we sit down with one of the makers, […]

The post New in the Neighborhood: Startup Lessons With Neighbor CMO Preston Alder (#016) appeared first on 97th Floor.

PrettyGreen’s Top 10 Brand PR Stunts

We were talking the other day in the office about the fact that Red Bull Stratos was 6 last week. Doesn’t time fly faster than a supersonic base jumper? Anyway, it got us reminiscing about PrettyGreen’s best brand stunt. Here’s our favourite ever brand stunts (In no particular order, and let’s just say we struggled to cut it to 10, Virgin Media’s TV Diner, Stacey Solomon as Ben 10, Sloggi & Kylie @ BST, Pandora & Disney etc etc)

 

  1. Beyonce Trident 100 Single Ladies 

To celebrate Trident’s tie-up and takeover of the 02, what better way to raise awareness than recreate single ladies. Our first big brand stunt, back in the day.

 

 

2. Red Bull Stratos – Although not technically a stunt. 

We spent 4 years helping support the Team at Red Bull pull this absolute legendary brand moment off. If you haven’t watched the documentary around it with Felix and the amount of work that went on behind the scenes you need to. It still makes our heart race when he steps off and we know he survives.

Think this managed to land every front page.

Someone’s going to have to do something very special to beat this. Step forward Richard Branson and Elon Musk!

 

 

3. Red Bull Robbie Madison Backflip over Tower Bridge 

Of all the Red Bull activities we have been involved in, this was very little special as it was top secret, and we were lucky enough to be only a handful of people allowed on Tower Bridge in the early hours of the morning. A very special moment.

The shot select was so difficult as he was so small compared to the backdrop of the bridge and were worried it would be difficult for picture editors, but hours deliberating paid off as DPS’s and huge spreads looked amazing.

 

 

4. Andy Murray on Top of The World for Wimbledon with Under Armour 

We’ve done a lot of player appearances and the challenge is always what can you get them to do in 2 hours of a rest day, and also include media interviews. This was an idea where the stars aligned and it created something magical (and who doesn’t love flying into London in a helicopter). And no, it’s no re-touched.

 

 

5. Creme Egg – Splat @ Covent Garden

Bring the brand to life for Easter. Well PR 101 says make it big. So we did. But the shots and location are what make this “stunt” so special.

 

 

6. Rollercoaster A Level Results  with Thorpe Park

This idea landed front page of The Times, and although the shot of the boys jumping in the air is lovely. The part of the campaign we love most was the actually opening of the results on “Tidal” and the reaction is brilliant.

 

 

 

7. Cadbury Olympic Giant Party Popper

100 days to go, mark the moment. Well, only one thing for it. A ticket giveaway party and every party needs a party popper. So we built a fully working giant party popper that enabled Christine Blackley to shoot tickets into the crowd.

 

 

8. Beaming Alien River of Pain into Space for Audible

We’re listening. Well, maybe they are too. What better way to launch Audible’s Alien River of Pain than with an immersive experience and Greenwich Planetarium and by broadcasting it to the location where it’s set.

 

 

9. LEGO Build to Give

We loved this campaign, not only because it was our idea, but who doesn’t love a giant LEGO Christmas Tree and the idea of helping give a LEGO gift to 20,000 children who had to spend Christmas in Hospital.

For every LEGO model built at one of the LEGO Christmas roadshow experiences or shared online, LEGO then made a donation to a participating Children’s hospital.

If you’re interested it took six builders 340 hours to build the Christmas tree and 72,500 LEGO bricks!

 

 

10. Uber Pool Party

Who doesn’t love a pool party in summer. So why not build a pool in Shoreditch and let people win the chance to join the party.